CMA examines five companies’ behaviour
The Competitions and Markets Authority (CMA) has today (27 March 2026) announced that it is investigating five companies regarding fake and misleading reviews.
Given that 89% of consumers say that they use reviews to inform a purchasing decision, it is positive to see the CMA take action. Enforcement, such as this, can make businesses change their practices and the regulator can impose fines of up to 10% of global turnover if it finds an infringement of law.
@thecomplainingcow Five companies are now under investigation over fake reviews, hidden negative feedback and misleading ratings. This could change how you shop online. 10% of global sales not turnover apologies! #reviews #consumerrights #autotrader #justeat #onlinereview
What is the CMA investigating?
The CMA is investigating inflating review scores, staff writing positive reviews, incentivising customers to write five star reviews and hiding low scoring reviews. All these practices, which mislead consumers, are banned under the Digital Markets Competition and Consumers Act 2024.
See my article Fake reviews and “drip pricing” – both now illegal from 6 April for more details.
Which companies is the CMA scrutinizing?
The CMA is investigating the following businesses for the possible breaches of the DMCC :
* Autotrader and Feefo – if 1 star reviews, moderated by Feefo, were removed from Autotraders’ platform and so did not count to the overall average figure. (Treatment of negative reviews).
* Dignity Funerals – if staff were asked to write positive reviews regarding crematoria services. (Misleading reviews).
* Just Eat – if its ratings system inflated some restaurant and grocers’ star ratings. (Inflating ratings).
* Pasta Evangelists – if it incentivised customers to write 5 star reviews on delivery apps by giving discounts for future purchases without declaring it. (Incentives for reviews).
How will the CMA investigate businesses for fake reviews?
The CMA’ says that it is:
…looking at the key stages in the online reviews ecosystem – from how reviews are obtained, to the way they are moderated and displayed, to the star ratings people so often rely on. By taking cases across each of these stages, the CMA is investigating multiple practices that can shape what people see when they search, shop or book online.”
The watchdog says that it builds on their work with Google and Amazon to “improve their systems in identifying and removing fake reviews.”
You can read updates on the CMA’s work to protect consumers who rely on online reviews.
Law around fake and misleading reviews
The commercial practice of submitting or commissioning fake reviews, including businesses, influencers, and individuals acting on behalf of traders, is illegal under UK law.
See my article Fake reviews and “drip pricing” – both now illegal from 6 April.
Yet it seems that companies are still involved in this illegal behaviour.
The CMA explains:
…several practices relating to online reviews became ‘banned practices’ under the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), meaning they are automatically deemed unfair and illegal. This includes obtaining and posting fake reviews, and paid-for reviews that are not clearly marked as incentivised. It also covers how reviews are handled – for example, if negative reviews are hidden, or if star ratings present an inaccurate picture.”
CMA Comment
The CMA CEO is quoted in its press release saying that “Fake reviews strike at the heart of consumer trust”, a statement with which I would very much agree.
Fake reviews investigation timeline
There is no legal deadline to complete consumer investigations under the DMCC Act. The CMA says that it will “…progress this investigation at pace, whilst ensuring a robust and detailed review is conducted, and the businesses’ rights of defence are respected.”
The watchdog states:
This new programme marks the next phase of the CMA’s work to curb fake and misleading reviews, and improve trust and transparency online. It builds on the significant work already taken to raise standards – including securing major changes from Google and Amazon to bolster their systems for identifying and removing fake reviews, as well as tough new sanctions for repeat offenders, and easier reporting functions.”
Fake reviews can seriously erode consumers trust in companies, so it is essential that the CMA moves quickly to investigate and take enforcement action where necessary. This will also work as a warning to other platforms not doing enough to stop this illegal practice.
But like the recent investigation into veterinary practices Vet products and services get watchdog scrutiny which took two and a half years to complete, with a further two years to implement everything, I won’t be holding my breath!
CMA link
Fake and misleading reviews: 5 businesses under CMA investigation
https://www.gov.uk/government/news/fake-and-misleading-reviews-5-businesses-under-cma-investigation
Report fake reviews
If you have evidence of fake reviews or drip pricing you can report it to the Competition and Markets Authority using their online form.
More about reviews
Reviews can be really useful when making a decision about a purchase but how can you make sure the reviews are genuine and really helpful? See How to use consumer reviews.
How to get genuine good reviews for your businesses
Download this handy booklet to help you tweak some processes to save money, reduce risks to your reputation and turn customers into superfans who increase your sales for you! Customer Service – 5 ways to get rave reviews & referrals.
Current CMA investigations
Vet products and services get watchdog scrutiny CMA investigation and actions taken on veteninary practices match 2026
Adobe subscription issues and how to deal with them CMA investigation started. March 2026
Help with complaining effectively
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